Authors: Nicola Capolupo; Gianpaolo Basile; Roberto Chionne
Addresses: Università degli Studi di Salerno, Fisciano (SA) 84084, Italy ' Universitas Mercatorum, Rome 00186, Italy ' University for Foreign of Perugia, Perugia 06123, Italy
Abstract: In this paper, the authors analysing Ceres case on Facebook aim to show that the brand has changed the role moving from static and unidirectional communication tool to a semantic space in which company and numerous agents (consumer and/or individual) exchange information to meet their needs. The active role that the digital marketing tools can play in a constant condition of bidirectional relationship becomes important: the firm is a complex adaptive system in which the boundaries are the cultural values that allow to maintain relationship with consumers; low level of boundaries shows a horizontal structure in which emerges the brand composed of both efforts of firm and consumer; consumer engagement reduces the product materiality reinforcing the service logic (service dominant logic). Therefore, authors will apply content analysis to study Ceres Facebook page, collecting users' feedback to the brand posts to evaluate the brand positioning and to plan different behaviours.
Keywords: service dominant logic; SDL; participatory marketing; systems; holonic theory; consumer culture theory; CCT.
International Journal of Business and Globalisation, 2019 Vol.23 No.3, pp.383 - 400
Received: 20 Sep 2017
Accepted: 24 May 2018
Published online: 11 Oct 2019 *